Wunderkind Report: Over Half of Travellers Distrust AI Travel Recommendations, Skift Reveals
A new report from Wunderkind, cited by Skift on July 23, 2026, shows that more than half of travellers do not trust AI-generated travel suggestions, creating a significant challenge for brands investing in personalisation technology.
Traveller Scepticism Towards AI Recommendations
A report by Wunderkind, detailed by Skift on July 23, 2026, reveals that 54% of travellers distrust recommendations produced by artificial intelligence for travel arrangements. The study, titled "The Future of Travel," found that only 24% of consumers express confidence in AI-generated suggestions. This lack of trust coincides with 43% of individuals reporting they feel overwhelmed by the increasing presence of AI across various digital interactions. While 50% of travellers are comfortable using AI to compare hotels, flights, and package deals, many question its ability to provide tailored advice that genuinely reflects their individual requirements.
Implications for Travel Industry Personalisation
This credibility gap presents a substantial challenge for hotel groups and airlines that are heavily investing in AI-driven personalisation for customer relationship management and loyalty programmes. The findings suggest potential issues with conversion rates and customer retention. Allen Choate, senior director of business development at Wunderkind, stated that travellers are not rejecting AI itself, but rather generic or disconnected interactions. He emphasised that building trust requires AI to consistently assist people in making improved decisions, not merely faster ones.
Bridging the Trust Gap
The report highlights a disparity between the speed of AI deployment and the pace of consumer trust development. Brands that prioritise the rollout of visible AI features without simultaneously enhancing relevance, accuracy, and cross-channel coordination risk widening this trust gap. Wunderkind’s analysis proposes that integrating identity data, behavioural intelligence, and adaptive decision-making can transform AI from a mere novelty into an intelligent layer that simplifies and personalises customer engagement. It also explores how consumers research, plan, book, and manage travel in an environment increasingly influenced by AI.
The Path Forward for Travel Brands
For the travel industry, these findings underscore the necessity for a strategic shift in AI implementation. Success will depend on combining identity and behavioural data with human context to deliver genuinely useful services, rather than simply automating interactions. Brands must leverage AI to reduce friction, respect customer preferences, and foster long-term relationships. Crucially, the report notes that human support remains essential for complex issues like billing, cancellations, and disruptions, and 43% of travellers continue to book directly through a travel brand’s website or application. The industry must now focus on earning confidence at critical customer touchpoints.
Get The Post.
The global travel stories that matter, three mornings a week. Free.
By subscribing you consent to receive this newsletter from GlobalTravelPost (Asia Press Centre Group); unsubscribe at any time.
